These days we can't think about anything other than the consequences of the coronavirus on our environment.
What I am very clear sample indonesia mobile number about is that we have to prepare ourselves NOW for the end of the crisis . However and whenever we get out of it, we have to define the plan now to get there with some momentum. If we start thinking about when we see that the isolation is over, it will be difficult for us to gain traction and we risk losing the year and even worse things.
And to prepare these scenarios we have to work in two areas:
Short term: what can we do while the lockdown lasts?
After lockdown: what will our marketing strategy be?
That's why we need to start considering scenarios and possible strategies for each of them. Depending on each scenario, our marketing strategy will vary, but we can start to lay some of the foundations that will be common.
Marketing during coronavirus isolation
Those who think that the role of marketing is very limited during confinement either haven't thought it through or their company's marketing philosophy is purely sales-oriented. Which, as I have already mentioned on many occasions in this blog, I think is one of the biggest mistakes companies make .
We forget that marketing is much more than the P (promotion), and that we have the other three “Ps”: Product, Distribution (Place) and Price.
I have seen it all around me. From companies that have practically stopped all marketing activities, to others that are taking advantage of the time to emerge stronger after the crisis.
Okay, sales have either plummeted or simply don't exist. And if there is no revenue, we have to reduce or cut investments. And in this scenario, this means taking a lot of things with us. The problem is looking at marketing only as a sales generator.
If we can hold on during this time, we can act on the other three “Ps” of marketing. What can we do to prepare for when the lockdown ends?
We can do many things that we didn't even consider before due to lack of time, because we couldn't stop the processes to avoid losing sales... well, unfortunately we don't have these problems now.
1. Internal marketing audit
To start with things that generate quick and visible improvements, that encourage us to continue, our first step will be to make a list of all the marketing processes and projects, to evaluate them and define the needs of the area.
This little audit will produce our list of the Three Wise Men. Everything we would like to change, improve or create. Next we have to decide which projects we should and can undertake.
To do this we can apply the well-known attractiveness/effort matrix, which many of you will be familiar with.
attractive effort matrix
It is a very simple matrix. To prioritize projects, we only have to place them in the different quadrants based on the level of effort and attractiveness they have for our company.
I recommend that this work be done in a small working group, involving at least the general management, marketing, product, operations and IT. This is the way to ensure that decisions have the opinions of all the departments that may be affected.
From this meeting we will decide the projects that we are going to undertake during these weeks of isolation. Even though we have already put an important filter in place, we must prioritize them and set dates for them.
Given the current circumstances, it is quite possible that some of the large projects (high appeal, high effort) cannot be undertaken. But this does not mean that we should rule them out completely. We can carry out the preliminary study, calculate the costs and efforts and leave them planned for when circumstances allow.
But let's focus our efforts on the "projects to be done" quadrant (high appeal, low effort).
These projects may have a high strategic load (brand, positioning, definition of new products, reinforcement/creation of logistics for the online channel, etc.) or tactical (improvements in digital sales processes, content plan, etc.), but all of them represent great gains/improvements for the company.